Did you know that Canadian apparel brand Roots once tried to launch Roots Air? You’ve heard of casinos and even restaurants trying to enter the air travel industry, but what about a sweater company? Roots had big aspirations at the turn of the century, but they were cut short due to events outside its control.
While the Roots Air announcement was highly acclaimed and sold tickets, the airline closed its doors only a month after launch due to a major change to its operating company. This is the story of Roots Air.
Roots Spreads Out
Michael Budman and Don Green founded Roots in 1973 in Toronto, Ontario, Canada. Originally selling footwear, the company expanded to the United States and offered more apparel, such as sweaters. In 1976, Marshall Myles became the company’s President and CEO. By the end of the 20th century, the franchise expanded to Japan, China, and Taiwan.
By 2000, Roots would have 140 locations worldwide. However, with the rise of low-cost airlines in North America, Roots executives entertained the idea of running their own airline and really taking off financially.
Negotiations took place between Roots and Skyservice Airlines. While it’s not certain why this collaboration came about, it was likely because either Roots wanted to branch out into other business avenues or Skyservice was looking for a noteworthy brand to help market a new budget airline. Either way, both entities were on the same page.
Roots and Skyservice’s Budding Relationship
On 7 June 2000, a press release announced the launch of Roots Air, a new airline in which Skyservice held an 80% ownership stake. The announcement was made alongside a live press conference featuring Ghostbusters star Dan Aykroyd.
Roots Air would be fully operated by SkyService, using a fleet of Airbus A320s and A330s. Initial routes included major Canadian cities such as Toronto and Vancouver, with potential expansion into U.S. destinations later.
Although marketed as a low-cost airline, Roots Air’s fares were lower than Air Canada’s but higher than those offered by no-frills competitors like WestJet.
This announcement followed Air Canada’s acquisition of Canadian Airlines. In response, Skyservice Chairman Russell Payson remarked that there wasn’t ‘room for two service airlines in Canada.’
Roots Air was initially slated to begin operations in November 2000, but the launch was delayed by several months.
Roots Takes to the Skies
Roots Air officially entered service on 27 March 2001. Its first three destinations were Toronto, Vancouver, and Calgary. Roots Air Public Relations Manager Brock Stewart stressed that the airline wasn’t large enough to compete with Air Canada, but it offers an improved customer experience to make it stand out.
According to a CBC article, the airline had roomy seats, China plates, and a large presence of flight attendants for an upgraded service over other low-cost airlines.
The airline had three fair options for travelers: Economy, Business, and Silver Service. A loyalty program was also in the works, with travelers being able to exchange miles for goods at a Roots location.
In the same article, the airline said it wanted to expand its network to Montreal and Los Angeles, California.
Air Canada Detaches Roots
On 3 May 2001, Roots Air dissolved due to an agreement between Skyservice and Air Canada. Air Canada claimed a 30% equity interest in Skyservice and 50% of its voting common shares. Air Canada was interested in SkyService’s charter and corporate jet services.
Roots’ founders feigned excitement in a press release. ‘Russ Payson and the Skyservice team are world-class operators, and now with Air Canada, the business opportunities are tremendous. We look forward to working closely with our new partners,’ Budman said.
‘This is a totally positive experience for our brand. Since the inception of Roots Air, it has been part of our business model to align ourselves with a high-quality global aviation partner. We are responsible for the design of the uniforms, the Roots Air lounge and the entire graphic identity of Roots Air. We are proud of what we have accomplished and look forward to the future and our further involvement with Skyservice and Air Canada,’ Green added.
Roots Air’s last flight from Vancouver to Toronto took place the following night. Air Canada handled any Roots Air flights that took place after 4 May.
Myles reacted, ‘ We are pleased that Air Canada will accommodate all passengers booked on Roots Air. This arrangement between Skyservice and Air Canada is great for Roots and the Canadian public.’
Despite the encouraging words, Roots hasn’t ventured into the world of air travel since, aside from collaborating with other airlines for travel freebies.
Skyservice would remain in business until 31 March 2010, when it was forced into receivership following years of financial struggles.
On April Fool’s Day in 2016, the Roots Facebook page joked that Roots Air would be making a return.
